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Newell Rubbermaid restructures its marketing cadre

In an effort to recalibrate its branding efforts and global investments, Newell Rubbermaid is consolidating a number of marketing agencies worldwide into one lead creative partner and one lead media-buying partner.

Bartle Bogle Hegarty (BBH) will serve as lead creative agency, wherein it will assume responsibility for strategy, creative execution and implementation of all brand-related communication channels. Led by BBH New York, the assignment will have global support from the company's network. 

Meanwhile, PHD will act as lead media agency, with responsibilities involving strategic communication planning and media placement. 

Together, the two agencies will help oversee the company's global advertising and promotion investment.

"For the first time, we are aligning all our brands and categories behind one set of agency partners to drive big ideas that create a strong point of difference for consumers," said Richard Davies, chief marketing and insights officer of Newell Rubbermaid. "BBH and PHD are the best in the business at what they do. With their partnership, we now have the power to achieve much greater scale, reach and impact as we invest behind growing our brands worldwide."

PHD was named Adweek's "Global Agency of the Year" in 2012 and serves Mondelez, Porsche, Bentley, ANZ, GlaxoSmithKline, Hyatt, Canon and others.

Other companies in BBH's portfolio, named 2013 "Mid-Sized Agency of the Year" by the O'Toole Awards, include British Airways, KFC, Audi, Barclays Bank, Johnnie Walker, Westin Hotels & Resorts and Axe.

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